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Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
Social Media Arizona SMAZ Elizabeth Hannan
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Social Media Arizona SMAZ Elizabeth Hannan

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  • Action:Shake hands with at least 5 new people today.Finding common ground build community
  • Finding common ground build community
  • Servicing you nicheI.E Passionate deeper in niche.Natural flowGarden to peppers fan to cooking.Could create a site or blog about gardening more efficient would be a site about peppers and vegetables.Niches:Financial or banking or bond tradingTomatoes no onions Fruit verses vegetable
  • 1. Reach out to related content producers and ask them if you might be able to write a guest article on their website or blog.2. Reach out to the niche segment that you are writing about. For instance, if you are writing about the tomatoes, contact the organization and let them know what you are up too,. They may not promote you on their home page, but you may gain some valued word of mouth.3. Engage in other forums and related communities. Add valuable content and don’t act like a spammer!4. Friend people on social networks like twitter that are talking and engaging with others about the same topics.
  • 1. Reach out to related content producers and ask them if you might be able to write a guest article on their website or blog.2. Reach out to the niche segment that you are writing about. For instance, if you are writing about the tomatoes, contact the organization and let them know what you are up too,. They may not promote you on their home page, but you may gain some valued word of mouth.3. Engage in other forums and related communities. Add valuable content and don’t act like a spammer!4. Friend people on social networks like twitter that are talking and engaging with others about the same topics.
  • Does not happen over night. This is not an easy process; overwhelming to one person. That’s why I have take clients.I’ve learned you cant just sit back and drink margaritas.I.e. like working on your house, Clever with our efforts, painting add this much value, new roof adds this much more value, etc.That why we lean towards a site with more content that appeals to us.Murphy Goode fail?Workshifting success
  • Guard your muffins!Does not happen over night. This is not an easy process; overwhelming to one person. That’s why I have take clients.I’ve learned you cant just sit back and drink margaritas.I.e. like working on your house, Clever with our efforts, painting add this much value, new roof adds this much more value, etc.That why we lean towards a site with more content that appeals to us.Murphy Goode fail?Workshifting success
  • Did this fail? Murphy Goode winesBuzz is over; new just isn’t producing content.Gave everyone a reason to make a blog by a certain time. Is there wine the best wine? Do you remember the brand for their product or for internet buzz. Did there campaign solve any common problems for the common wine drinker?OrSolve the common need for everyone who wants a job now?
  • Why does this work?Guess the sponsor? Why is it not overly blaring and with a huge banner ad.What value and content does this offer to the visitor?
  • http://wefollow.com/twitter/resorthttp://www.google.com/search?q=twitter%2Cresort&ie=utf-8&oe=utf-8&aq=t&rls=org.mozilla:en-US:official&client=firefox-ahttp://www.facebook.com/search/?init=srp&sfxp=&o=&q=the+four+seasons+hotelhttp://www.search.twitter.comHttp://www.squidoo.com/Sedona_Arizonahttp://socialmention.com/search?q=resort&t=allSedona Resort Specifichttp://www.twitter.com/hiltonsedonahttp://www.samepoint.com/?q=hilton+sedona&searchb=+search+social+media+Master list of Case Studieshttp://delicious.com/search?p=case+studies&chk=&fr=del_icio_us&lc=0&atags=&rtags=&context=all||
  • stick to your social media workflow plan and by looking to contribute before looking to extract you’ll be well on your way to leveraging social media for you and your business.Attribution: Brian Solis
  • We are a society based on number. We quantify our actions in all aspects of our live.What would you prefer your bank account to say when you check you balance?“your balance is “good” but not as great as last Friday”. See that was the night you went out with your friends.These quantifiable actions will transfer from industry to industry.
  • ROE risk on engagement
  • ***-Promote growth and stability-measure you actions-assists in meeting your goalsWhat activity is relevant??Use the five steps to establish the metricsIdentify Business ObjectivesPrioritizeChoose What to Measure & your ToolsBenchmark where you are now Identify Trends & Report on Them
  • Step 1: Define Business Objectives & Decide on Priorities Step 2: Choose What to Measure & ToolsQuantitative QualitativeStep 3: Analyze: Benchmark & Identify Trends Step 4: Create a strategy & engageStep 5: What’s working & what’s not
  • Case example: Has anyone here ever heard of a APPLE? Or a Mac? Raise your hand if you’re a Mac user. Yup, I haven’t converted yet:)Did you hear a recommendation from a friend online or other? What made you buy a Mac? They are after all not the cheapest solution for a need for a computer. * Their reputation proceeded them. WOM demonstrated and a positive reputation demonstrated that. Now Apple brand is so strong it converts allegiant PC users such as myself to covert.
  • New book on trust. I trust the authors so I’m partial. I am objective when exposed to new information but have bought the product because I trust the authors. Still reading it.. So far can’t put it down
  • Prioritize the Business Objectives in order of importanceWhat keeps your boss up at night?What are the competitive threats?This identifies goals to measureKatie Paine suggests asking yourself ‘what keeps your boss up at night?’. Sidenote: other meanings for the acronym ROI Return on Influence; Return on Interaction
  • Old ruler measured how many magazines were printed, site traffic, etc. very traditional numbersNew metrics must accommodate the evolution of increased information of multi-dynamic sources, unlimited instantaneous information.
  • The proper formula is Observe before you engage.Your risk is you time, your companies productivity.
  • Tools for monitoring the social flow.
  • How to
  • How to
  • How toStrength: A very simple calculation is used: phrase mentions within the last 24 hours divided by total possible mentions.Passion: For example, if you have a small group of very passionate advocates who talk about your products or brand all the time you will have a higher Passion score. Conversely if every mention is written by a different author you will have a lower score. Most frequently used keywords and number of times mentioned.
  • By collecting interaction engagement metrics in these categories the overall engagement score is calculated and the value is determined.
  • Transcript

    • 1. Growing Online Communities <br />And<br />Measuring Success<br />Social Media AZ.org <br />#SMAZ <br />@ElizabethHannan<br />
    • 2. <ul><li>Travel
    • 3. Web 2.0
    • 4. Teaching
    • 5. Technology
    • 6. Blogging
    • 7. Business
    • 8. Pancakes
    • 9. Web 2.0
    • 10. Technology
    • 11. Teaching
    • 12. Blogging
    • 13. Pancakes
    • 14. Sports
    • 15. Fishing
    • 16. Web 2.0
    • 17. Technology
    • 18. Teaching
    • 19. Blogging
    • 20. Pancakes</li></ul>Me<br />You<br />Community Venn Diagram<br />
    • 21.
    • 22. Serving your Niche<br />The deeper you get the more passionate individuals get.<br />“Gardening or Peppers?”<br />In Depth the Discussion changes <br /><ul><li>More cordial
    • 23. Engagement levels higher
    • 24. A sense of belonging
    • 25. Share tips internally amongst members</li></li></ul><li>Takeaways<br />Essence of Communities<br /> Servicing a niche<br /> Build a group that focuses on a passionate Niche. Then tend to the community allowing it different ways to interact and connect.<br />Seeding a Community &amp; Casting a wide net (Be Human)<br /> (I.e. Gardening community blog)<br />Ideas: <br />Interact with other community members.<br />Create a series across a diversity of blogs<br />Post in other forums.<br />Be helpful to others.<br />Add a link back to your site.<br />Arrange guest posts: contact the active players in the industry. <br />(I.e. Burpee, Scotts).<br />Friend like minded people on social networks like twitter that are talking and engaging with the same topics.<br />
    • 26. Takeaways<br />Ideas: <br /><ul><li>Interact with other community members.
    • 27. Create a series across a diversity of blogs
    • 28. Post in other forums.
    • 29. Be helpful to others.
    • 30. Add a link back to your site.
    • 31. Arrange guest posts: contact the active players in the industry.
    • 32. (I.e. Burpee, Scotts).
    • 33. Friend like minded people on social networks like twitter that are talking and engaging with the same topics.</li></li></ul><li>Takeaways<br />Seeding a Community &amp; Casting a Wide Net <br />(Content For Human)<br /> (I.e. Gardening community blog)<br />Your are creating internet equity with your efforts.<br />It may take you a few months to years depending on the subject.<br />Ideas: Consistent, relative and relatable content.<br />Your Get Out Of It What You Put Into It<br />
    • 34. Takeaways<br />What’s next?<br />So you have a well seeded community that is starting to sprout up on it’s own and people are even starting to contribute large portions of content.<br />Your new roll is community leader:<br />You make improvements to the site and add features that people have been asking for. It’s important to listen and react to the needs of your community. You brainstorm for new content.<br />Most likely you have built something that has value and your community looks to you for it’s cues. <br />Goal: Keep your content fresh and new &amp; pay attention to trends<br />
    • 35.
    • 36.
    • 37. Hotels and Resorts Using Social Media as a complimentary tool: Will the travel industry be able to adapt?<br />
    • 38.
    • 39. Why Bother Monitoring or Tracking Metrics At All?<br />It’s GREAT!!<br />Everyone online loves our brand all of the time!!<br />Yup, you can only get away with telling your boss that once or twice.<br />
    • 40. Why Bother Monitoring or Tracking Metrics At All?<br />A close friend in the marketing world once advised me:<br />“Quantify all your actions in your marketing campaigns and your career no matter how big or small. “<br /> -Mark Yeager<br />(His B-Day Today)<br />His reasoning was correct! As time passes , whether it’s a campaign or growth at a company you will always be able to assign a common denominator to your actions/risks.<br />This common denominator others will always acknowledge. We all have knowledge of numbers.<br />(Not Mark Yeager)<br />
    • 41. Everything Thing Is Measurable<br />
    • 42. Why Bother Monitoring or Tracking Metrics<br />-Promote growth and stability<br />-Measure you actions<br />-Assists in meeting your goals<br />and more.. Too many to list<br />
    • 43.
    • 44. Common Sense in Determining Applicable Metrics<br />Common Metrics <br />Sales, Traffic, etc.<br />In every engagement there is an <br />Ultimate Metric<br />“Trust and Reputation”<br />Result <br />People will go out into the world and carry it with them. Trust conveys a sense of empowerment because they trust your reputation. They believe they are safe.<br />People will promote your brand for you.<br />
    • 45. Since We Are Discussing Trust<br />This book does a deep dive into trust and building relationships. It is my new favorite because is written well and thoroughly explored the dimensions of trust along a diversity of online and offline interactions.<br />http://www.chrisbrogan.com/the-big-push/<br />
    • 46. Choose what to Measure<br />What percentage of increase is wanted? <br /><ul><li>Estimate at first
    • 47. Use to set goals
    • 48. Translate into for business needs</li></ul>Examples of more traditional measurement.<br /><ul><li>Marketing – increased product awareness &amp; WOM </li></ul> ROI = the # of additional sales<br /><ul><li>PR – improved brand sentiment </li></ul> ROI = additional customer loyalty<br /><ul><li>Product research </li></ul> ROI = the difference in time it used to take<br /><ul><li>Decreased support calls by X% ROI = the cost savings</li></li></ul><li>Evolution of Metrics<br />@ElizabethHannan http://www.jivefromthehive.com<br />
    • 49. ROE:<br />Risk on engagement<br />
    • 50. Tools of the Trade <br />Measuring tools<br />
    • 51. Tools of the Trade <br />Measuring tools<br />
    • 52. @ElizabethHannan http://www.jivefromthehive.com<br />
    • 53. What Should You Do With the Data You Collect Monthly? <br />A very generic list from a corporate perspective.<br />Outline the following &amp; provide recommendations based on them:<br /><ul><li>Ongoing definition of objectives (established from goals of the position)
    • 54. Interaction - Trends in members, topics, discovery of new communities
    • 55. Qualitative Quotes - helpful for feedback, marketing campaigns and customer service.
    • 56. Recommendations - Based on interactions with the customers
    • 57. Web analytics (unless someone else is tracking them)
    • 58. Social Web analytics… keep tracking.</li></ul>@ElizabethHannan http://www.jivefromthehive.com<br />
    • 59. Current Common Definitions of Terminology<br />Strength is the likelihood that your brand is being discussed in social media. <br />Sentiment is the ratio of mentions that are generally positive to those that are generally negative.<br />Passion is a measure of the likelihood that individuals talking about your brand will do so repeatedly. <br />Reach is a measure of the range of influence. It is the number of unique authors referencing your brand divided by the total number of mentions.<br />@ElizabethHannan http://www.jivefromthehive.com<br />
    • 60. 5 C’s of Measuring Engagement<br /> “Creating” Content<br /> “Critiquing” Feedback<br /> “Chatting” Comment<br /> “Collecting” Bookmarking<br /> “Clicking” Traffic<br />@ElizabethHannan http://www.jivefromthehive.com<br />
    • 61. Examples of Generic Metrics Search Result<br />@ElizabethHannan http://www.jivefromthehive.com<br />
    • 62. =Step 1: Define Business Objectives &amp; Decide on PrioritiesStep 2: Choose What to Measure &amp; ToolsQuantitative QualitativeStep 3: Analyze: Benchmark &amp; Identify Trends Step 4: Create a strategy &amp; engageStep 5: What’s working &amp; what’s not<br />Take Aways: <br />You Can Measure Everything<br />Step 1: Define Business Objectives &amp; Decide on Priorities<br />Step 2: Choose What to Measure &amp; Tools<br />Quantitative <br />Qualitative<br />Step 3: Analyze: Benchmark &amp; Identify Trends <br />Step 4: Create a strategy &amp; engage<br />Step 5: What’s working &amp; what’s not<br />
    • 63. Elizabeth HannanConnect<br /> Twitter: @elizabethhannan<br />SEM Social Architect Blog: http://www.JiveFromTheHive.com<br />Pragmatic Marketing Site: http://www.PragmaticMarketing.com<br /> Email: JiveFromTheHive@gmail.com<br />Slide Deck: http://www.slideshare.net/elizabethhannan<br />Attribution:<br />Brian Solis http://theconversationprism.com<br />Mark Yeager http://www.yeagernorth.com/<br />Chris Borgan http://www.chrisbrogan.com/the-big-push/<br />www.workshifting.com<br />http://www.murphygoodewinery.com/<br />Photo Credits:<br />http://www.flickr.com/photos/24436943@N00/1350774613/<br />http://www.flickr.com/photos/36045027@N00/2327029777/<br />http://www.flickr.com/photos/48441030@N00/340062076/<br />http://farm2.static.flickr.com/1248/1133303891_d64798013c.jpg<br />http://www.flickr.com/photos/briansolis/3570379944/sizes/o/<br />http://www.flickr.com/photos/cuorhome/2586335693/sizes/o/<br />http://www.flickr.com/photos/st3f4n/3630010030/in/photostream/<br />http://www.flickr.com/photos/96628233@N00/2008999036/<br />http://www.flickr.com/photos/66606673@N00/429154325/<br />
    • 64. Other Links Travel Indusrty Specific:<br />http://wefollow.com/twitter/resorthttp://www.google.com/search?q=twitter%2Cresort&amp;ie=utf-8&amp;oe=utf-8&amp;aq=t&amp;rls=org.mozilla:en-US:official&amp;client=firefox-a<br />http://www.facebook.com/search/?init=srp&amp;sfxp=&amp;o=&amp;q=the+four+seasons+hotel<br />http://www.search.twitter.com<br />Http://www.squidoo.com/Sedona_Arizona<br />http://socialmention.com/search?q=resort&amp;t=all<br />Sedona Resort Specific<br />http://www.twitter.com/hiltonsedona<br />http://www.samepoint.com/?q=hilton+sedona&amp;searchb=+search+social+media+<br />Master list of Case Studies<br />http://delicious.com/search?p=case+studies&amp;chk=&amp;fr=del_icio_us&amp;lc=0&amp;atags=&amp;rtags=&amp;context=all||<br />
    • 65. @ElizabethHannan http://www.jivefromthehive.com<br />

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